VIRGIN + TOURISM AUSTRALIA: SomedaY
CAMPAIGN OVERVIEW
American’s always say they’ll come and visit Australia someday. But they don’t always come. How could we show them what Australia is really like, and get them to come today?
Together, Tourism Australia, Virgin Australia and Delta Air Lines created ‘Someday’ – the interactive web experience where you could win one of 52 amazing Someday trips down under by simply guessing where they’re located in Australia.
Almost immediately, we had over 600,000 visits to the website. More than 465,000 entires. That’s over 16,000 entries per day. People were spending an average of 13.4 minutes on the website – more than tripling the industry standard. The campaign delivered 250 million impressions, which contributed to an increase of 38.18% to Virgin Australia’s overall 2014 target revenue.
AWARDS
WEBBY AWARDS
• 2015 Honouree Award
AME Awards Advertising & Marketing Effectiveness
• 1x SILVER Sports & Leisure
• 1x BRONZE Integrated
• 1x BRONZE Sport & Leisure
• 1x BRONZE Best Use of Medium - Website
HSMAI’S ADRIAN AWARDS
• 1x GOLD Best Digital Marketing/Digital Campaign
CREATIVE MEDIA AWARDS
• 1x GOLD Performance Media and Marketing
ADMA AC&E Awards
• 1 x Winner
